Samsung Smart Fridge Business to Business Marketing Plan

6903 Words Dec 10th, 2007 28 Pages
Samsung Smart Fridge
Marketing Plan

Prepared by:
Elizaveta Chernova
Susanne Pfisterer
Kelly Seawell
Semih Yilmaz

CONTENTS

Page

EXECUTIVE SUMMARY………….………………………………………………...4

MISSION STATEMENT……………………………………………………………...5

CURRENT MARKET POSITION….……………………………………………....5-9
Product
Target Market Analysis
Place
Price
Promotion
Processes
Physical Evidence

MARKET OVERVIEW.…..……………………………………………………....9-10
Description
Laws and Regulations
Current Business Trends

SWOT ANALYSIS………………………………………………………………10-13 Strengths Weaknesses Opportunities Threats Key Issues Key Opportunities Competitor Analysis ASSUMPTIONS……………………………………………………………………..13 Sales Revenue Customer Base

OBJECTIVES…………………………………..………………………………...13-15

ANSOFF'S
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In order to create a smooth entrance into the market Samsung will begin their sale interactions with one company or restaurant at a time and not by creating a partnership. Samsung can provide these consumers with evidence of why they are the number one consumer electronics brand in the world market and this will provide larger businesses with reason to be interested in creating a partnership with Samsung.

In the marketing area of hotels, the six hotels listed in the chart above constitute for almost 65% of the total market. According to surveys, big companies are searching for better technology to make their business processes more profitable. That is the goal of Samsung's Smart Fridge, so once it is noticed in the industry, Samsung will market their products primarily to this group of hotels.

What holds true for the hotel industry is also found in the restaurant chain industry. A small number of companies hold control of the market. The three chains listed in the chart above (McDonald's, Burger King and KFC) control almost the entire restaurant chain industry. Each company has chains all over the world, which could potentially open up infinite possibilities for Samsung if able to create a partnership with one of these chains. The competition in this area will be extremely tight though due to the small numbers of market controllers.

After gathering the information regarding the target

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